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Dennis Thorgesen
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Building a brand; what are you selling?

Published on 6/24/2014
For additional information  Click Here

Building a brand; what are you selling?Lisech eMarketing logo

If you are building a brand that is product based and you try to sell product it is time to retire. People stopped being pushed into buying products long ago. When you are selling a MLM product or opportunity using a sales approach good luck.

It is a buyer’s market

People are now doing research and buying “based on logic.” It is important to realize what a logical choice means. If they are not emotionally attached to your brand, any company can be a logical choice.Logical choices

Most people don’t take price into consideration

How is this logical? The truth is their logical choice is based on the feeling they get when they think about owning the product. Since I am around Harley Davidson® riders all the time I will use them as an example.

Suzuki vs Harley

To many people any motorcycle will work. They are looking for inexpensive transportation. Even so, they have to choose based on how they feel on the seat.  You won’t find many Harley riders who will ride a Suzuki®. What a Harley rider buys is the lifestyle. For them there is no choice. Bonnie's Harley Lisech eMarketing

How did Harley pull this off?

The owners understood feelings are the best sales tools. People want to believe in something “bigger than they are.” Harley looked until they found a way to please the largest audience possible. Police officers were given Harley’s to ride. They were sold to people others consider outlaws. These should be opposites yet both groups hold things in common. It was this common thread; Harley used to build their reputation and brand following.

What are you selling?

How do people feel when in contact with you? Do they feel “watch out” this person is going to try to sell me.  What they should be feeling is that they are talking to someone who truly cares about their wants, needs, and dreams. In the end what you are selling, the fact that you care.

Like minded

What people are looking for is a like-minded person. This doesn’t mean they have to agree in every area. With the Harley lifestyle, the protection/safety of children from both groups is what pulls them together. What is there about your lifestyle that will pull others to you? Lifestyle can be paid for with money, but the lifestyle isn’t money.

How does this apply to your marketing?

It isn’t money people are looking for, it is what they can buy with what they earn.  If you can figure out the wants of your target audience and supply them, you will find buyers. When you find buyers, you no longer have to think, “Sell.”

Building a brand

What does your audience want? How can you deliver this is a way they will love your brand. These are the questions you have to answer added to how can this be built into a lifestyle you and others can be in agreement with. ©June 23, 2014 9:45 PM CDT Dennis Thorgesen. Lisechglobal consulting, Lisech eMarketing services. All rights reserved.



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